Domain names first!

Startups: The success depends on your domain name
(PresseBox) ( Koeln, )
As the Austrian Registry has stated, 76.4% of companies choose the domain name according the company name. That's not really surprisingly: Your own company name is logically the first choice.

Just 21.8% of companies are considering generic names. This shows that many companies still need advice: the general potential of generic domain names and the possibility of traffic has not yet been recognized by many.

Astonishing: proceed in reverse

You should go the opposite way at start-ups: All Business start-ups should - given the importance of marketing by means of Internet- get first an optimal domain name. Then they should check whether the company name based on the domain name faces legal difficulties.

Across industries, I can give you some advice: The domain name -and hence the company name - should be easy to remember, because the memorability is an unbeatable asset in the fight for long-term attention.

The memorability can consist in the sense of the term, its popularity, with his phonetics, with the emotions triggered by him, etc. A particularly important aspect: choose a short name. No matter what benefits the sound or meaning of the term represents, when he is short, it is particularly noticeable and memorable.

New Top Level Domains

Many new top level domains are "talking" domains. It turns out thus completely new possibilities for the marketing.

We quote SEDO with one possible case: "It would be conceivable, for example, that Domain to register and henceforth have as company name simply A suitably designed logo for flyers or Online advertising would then simultaneously the company name and the domain represent. Real domain-centric advertising. "

Involuntarily funny?

Even a fun wordplay can help you with marketing, but this is a dangerous terrain: "involuntarily funny" and "ridiculous" are possible ratings for over-strenuous efforts to wit. It threatens you also you may not understand the danger: an "insider joke" is not basis for a domain name and company name. Dennis Hopper called one of his companies "At the Edge LLC". We do not know whether he tried to get with this company bank loans and if so, if he got any.

Advice does not hurt

You should not be afraid, to get advice.

Contact us by or your registrar. Registrars know the domain market better than you and know better what is possible. Possibly the chosen name is so good that you should not be afraid to buy it, when it is no longer free. Your advertising agency can also usually give good hints for a domain name. Your lawyer knows mostly spontaneously, which name the Chamber of Commerce will not approve. A conversation with the chamber of commerce can sometimes avoid in advance dubious name and clarify which company name is approvable and which not .Limited Liability Company or similiar must not be in the domain name


You should also check a brand name when choosing the domain name / company name. Without a brand check, your choice of company name may lead to legal disputes. For brand checks you will find free tools at the internet.

Hans-Peter Oswald
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